The Brief Bros.

78. Classics Creative Review.

Our ongoing series of Classics Creative Reviews continues this week with so, well, classics. Henry  and I begin our Classics review with a 1983 spot for the Yellow Pages by Abbot Mead Vicar in the UK. Next up is a Dancer Fitzgerald Sample classic for Wendy’s called Where’s the beef? Lastly, Fast Talker for FedEx, created by Mullen in Boston. Three classics reviewed by two classics for our ongoing series, Classics Creative Review.

77. Why do marketers hate marketing?

Two thought pieces caught our attention this week. The first is by John Long titled “What’s with all the advertising leaders hating on advertising?” The other is by our friend George Tannenbaum called “Ding-Dongs of Doom” on his blog. Each essay has its own argument, but Henry Gomez and I found some common points that rang home with us. John’s point about senior marketing leaders’ attitudes about their profession and George’s point about the consequences of over-specialization within the advertising profession revealed a regrettable fissure in our industry. Henry and I weigh in, and while we have different takes on the topic, we agree on the danger both John and George make clear. Not your typical Brief Bros. conversation, but worth your time.

76. One team or multiple teams—who gets briefed in?

A recent guest on TBB, Mark Jenson, lecturer at the Hubbard School of Journalism and Mass Communications at the U of Minnesota, recommended a book called "Rethink the Business of Creativity." Henry Gomez and Howard Ibach discuss a chapter from a book about how many creative teams at an advertising agency should be briefed on a project: one or many or all the teams? The question provokes a pretty big difference of opinion between the Brief Bros. Who's right? Tune in and let us know.

75. Why do brief writers struggle writing a target audience description?

This week, Henry Gomez and I return to Creative Brief Basics, a “nuts and bolts” topic. It’s old news that never gets old: Target Audience. Some brief writers forget how to dig to understand who their communication is meant to speak to. The lazy answer sometimes is, “Well, everyone.” Everyone needs a _______. Whether it’s insurance, household staples, clothes, some brief writers fall into a trap and think they can’t get into the mind of a customer. This is laziness. I get up on my soapbox in this episode, and Henry has some sharp thoughts as well. In the end, we offer up good advice on how to avoid the default trap to write memorable, inspiring descriptions of your brief’s target. Don’t miss this one!

74. Creative Review Cannes 2022 winners.

Week Two of Cannes 2022, Henry Gomez’s continuing adventures. This week, he and I review four Cannes winners. They are: “Super Human,” Grand Prix winner, Film by 4Creative London/Somesuch London. “Detectives” for Apple, Gold Lion, Film, by O Positive LLC Santa Monica, CA. “Liquid Billboard” for Adidas, Grand Prix, Outdoor, by Havas Middle East Dubai. And “Draw Ketchup” for Kraft Heinz, Gold Lion, Print & Publishing, by Rethink Toronto. What do we think? Watch and learn. Don’t miss some compelling creative work.

73. Winning a Lion at Cannes 2022.

Today we celebrate my friend, partner and co-host of The Brief Bros., Henry Gomez, who went to Cannes this year with his colleagues from Zubi Advertising in Miami and won a Silver Lion for work the agency produced for Burger King. In this episode, Henry takes us on the wild but ultimately joy-filled ride he and his team took over many years to achieve this triumph. Join me and Henry as we share with you the inside story of what it takes to stand out at what many consider the pinnacle of advertising creativity in our industry.

72. A conversation with Mark Jenson, lecturer, Hubbard School of Journalism and Mass Communications.

Mark Jenson is an old friend. I’ve been making virtual guest appearances to speak to his advertising students since 2018. He teaches at the University of Minnesota. Mark was instrumental in facilitating Henry and me in our recent multi-episode project to write a creative brief on The Brief Bros for Hulu. Since Henry and I are both educators, it made sense to ask Mark to join us to talk about the state of training and education in the advertising professions at the college level. We had a wide-ranging conversation about what Mark’s students bring to his classes, their attitude toward the profession and his hopes for creatives and account management aspirants in coming years.

71. A conversation with Russell Davies, former strategist at W+K and Nike.

Russell Davies was Strategic Planning Director at Weiden+Kennedy in Portland and Global Consumer Planning Director at Nike. For nine years, he was a contributing editor and columnist at WIRED magazine. Today, he’s CMO at an energy start-up in London called Bulb. Henry Gomez and Howard Ibach had a wide-ranging conversation about brands, briefs and whether briefs help or hurt good creative. Russell brings a unique perspective to the subject and the discussion. His is a take we don’t hear often enough. Don’t miss this conversation.

70. A conversation with Andy Nairn, founding partner, Lucky Generals.

Andy Nairn is the author of an insightful and valuable new book, Go Luck Yourself: 40 Ways To Stack The Odds In Your Brand’s Favour. He’s also the founding partner of London’s Lucky Generals, whose clients include Amazon and Virgin Atlantic. Henry Gomez and Howard Ibach quiz Andy on his thinking about luck and brand opportunity. The resulting conversation is lively, engaging and eye-opening.

66. A conversation with Tim Holmes, Marketing Director at Land O’Lakes.

Brief writers and agency account people, pay attention! Wisdom and good advice fill this episode. An old friend, trusted colleague and fellow devotee of good creative briefs, Tim Holmes is now Marketing Director at Land O’Lakes in Minneapolis. His career spans long service in the agency world, including Campbell Mithun and Martin Williams. He jumped to the client side recently, and that became fascinating fodder for our conversation. Henry Gomez and Howard Ibach quizzed Tim about the changes, challenges and opportunities he encountered in his move.

65. A conversation with Reid Holmes, ECD IWOC Direct.

Reid Holmes is a master brand builder and award-winning writer and creative director. He’s also at work on a book titled Brand Gratitude. Henry Gomez and Howard Ibach caught up with Reid and talked at length about his work at Campbell Mithun on the H&R Block campaign Reid originated called “You got people.” Reid now leads one the country’s biggest direct-marketing agencies, IWOC Direct, and we asked him about the how his experience in brands has influenced his work in the direct world. It’s an eye-opening conversation.

64. A conversation with Chuck Abrams, CEO/Creative Director at Virtual Creative Inc.

We talk to Chuck Abrams, founder of Virtual Creative Inc., now in the hinterlands of northwest Wisconsin, formerly in the Twin Cities. Henry Gomez and Howard Ibach explore the challenges and opportunities of the small, virtual ad agency, which Chuck and his wife Carol have steered through more than two decades of growth. Lots of creatives aspire to go out on their own. Chuck has done it and succeeded, all while keeping things small. He shares his insights on briefs, strategy and doing great work, both branding and direct marketing.

63. The Brief Bros. write a creative brief, Prologue.

With a little help from the students in Mark Jenson's Ad Strategy and Creative Development class at the University of Minnesota's Hubbard School of Journalism and Mass Communications, Henry Gomez and Howard Ibach explore two brand problems and one brand opportunity. Then they’ll choose one brand and together, they’ll write a creative brief right before your eyes on an upcoming episode. The brands: Oatly, Hulu or Bumble. Which will it be? You gotta watch to find out!

62. A conversation with Jason Fox, a.k.a. Lee Clow’s Beard.

In 2009, he sprang onto the Twitter stage impersonating one of advertising’s most iconic creatives, and dubbed himself Lee Clow’s Beard. He fooled even Clow’s closest colleagues. Today his identity is well known. Jason Fox is author of almost 3,000 tweets as Lee Clow’s Beard, plus an e-book collection of his earliest musings as the Beard on creativity, advertising and, of course, the creative brief. In this episode of The Brief Bros., Henry Gomez and Howard Ibach talk to the Beard…er…Jason about his start as Lee Clow’s Beard, his thoughts on the creative brief, and when he might decide to shave it all off and retire the Beard. Say it ain’t so Jason! Don’t miss this one.